Traditional Toys and Games in the US

PRE-COVID-19 PERFORMANCE

Blind collectibles continue to gain popularity

Blind collectibles in both dolls and actions figures have generally been popular with consumers in the US. The main companies behind this growth derived many of their products from licenced properties, attracting many different consumers.

STEM and educational toys offer strongest growth potential

Children increasingly need to be digitally savvy to keep up with the advances in technology and current and future workplaces. Labour market changes are forcing parents and schools to adapt, with new curricula reflecting these developments.

Hasbro continues to dominate with diversified brand portfolio

Hasbro continues to increase its sales share within traditional toys and toys and games in general. The company is a leader in action figures, where it offers the popular Power Rangers and Transformers brands.

2020 AND BEYOND

COVID-19 impact

In 2020, value sales of traditional toys and games are now expected to remain stable at constant 2019 prices in light of the impact of COVID-19. This represents a decline from the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of the pandemic.

Affected products within traditional toys and games

Some categories are performing better than others, including games and puzzles, dolls and accessories and action figures and accessories. With schools and nurseries closed during the lockdown, consumers have bought more toys to entertain their children, such as dolls and accessories (Frozen II in particular and Trolls 2) and action figures and accessories.

Recovery and opportunities

Over the forecast period, manufacturers of traditional toys and games are expected to focus on trying to attract consumers who may be tempted to play with video games instead. There is likely to still be demand for traditional toys and games going forward, although manufacturers will need to innovate in order to stimulate sales and keep consumers interested in playing with less interactive digital toys at a time when the physical and virtual worlds are well connected.

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